Curtis To Be New Activia Spokeswoman

Actress Jamie Lee Curtis has teamed up with the makers of Activia yogurt for a new advertising campaign - and insists she is happy to be "the ice breaker" for open discussions on digestive health.

The 49-year-old is set to star in a series of U.S. commercials for The Dannon Company that will feature "frank and open conversations" about bowel regularity, drawing attention to the importance of maintaining a healthy digestive system.

Curtis explains, "Digestive problems are important and surprisingly common but we don't discuss them. Whereas we routinely talk about other uncomfortable topics, such as erectile dysfunction, digestive health is not being addressed - and it's time to change that."

"I am not afraid to talk about bowel issues - there I said it - and I'm very committed to help people find solutions, like a balanced diet and Activia. It is rewarding to be the ice breaker who speaks openly about digestive health and irregularity, and make it easier for people to find a solution."

his isn't the first time Curtis has addressed body issues in the mainstream media - in 2002, she posed without make-up in her underwear for a ground-breaking photo shoot that ran without image retouching in U.S. magazine More. (PAW/PR/LR)